How to keep donors engaged during an election year

It’s been a year of major national events, and this fall is shaping up to be no different. With the U.S. presidential election dominating headlines, many advancement leaders wonder: will this affect my team’s work? Some fundraisers shrug it off. Others suggest you should fundamentally change your strategy. Having served in various advancement roles across multiple election cycles, I’ve seen firsthand that there’s no one-size-fits-all answer.

But here’s what I do know: with the right strategies, your team can not only navigate these chaotic times but also potentially tap into heightened awareness among your donors. Keep reading to learn more about an election year’s impact on advancement fundraising and some strategies you can deploy to keep your donors engaged.

The impact of an election year

Election years, as unpredictable as they are, are known for stirring up charitable giving. According to the 2023 Philanthropic Landscape, charitable giving increased in the last nine out of 10 election years. And this year? We’re seeing headline after headline of record-breaking fundraising for the 2024 election.

All of that culminates in an even busier fundraising environment than normal. But it’s not all doom and gloom, and it certainly doesn’t mean donors aren’t engaged. It’s actually the opposite. Donors are more engaged, tuned in, and ready to give than usual. So how do you capitalize on that?

Strategies to keep donors engaged

1. Pay extra attention to timing

During an election year, everyone is media fatigued, meaning the timing of your campaigns is important. It’s wise to avoid launching major fundraising initiatives during peak election events or intense media coverage periods—like the weeks leading up to election day or during debates. While it’s not completely avoidable, try to focus on quieter periods where your message won’t have to compete with the noise of political campaigning.

2. Craft clear, impact-driven messages

With donors bombarded by political ads and messaging, your communications need to cut through the clutter. Your stories should be inspiring and emotive, driving home the impact and necessity of their contributions. Make sure to keep your content crisp and focused on the tangible effects of their donations.

3. Use digital to stay flexible

Digital channels are invaluable during any time of the year, but particularly during an election cycle. Digital campaigns offer the flexibility and real-time data that you need to remain adaptable at this time. Social content helps keep your donors informed and engaged with your institution on platforms they already use day-to-day. Plus, with all the political and media noise, having more touchpoints digitally will help you advance your campaign (compared to traditional media, where your message may get lost in the shuffle). Be sure to monitor your campaign performance closely on all digital fronts—including social media and email—and continually tweak your strategies for maximum engagement.

4. Elevate your stewardship approach

In an election year, when everyone is overwhelmed with requests for support, the real challenge is to keep your existing donors feeling appreciated without just asking for more. Focus on nurturing these relationships by showing the real influence of their donations. Send updates that highlight the projects they’ve helped fund and share stories from specific students they’ve impacted. A well-timed, personalized ‘thank you’ can remind them why they invested in your institution, reinforcing their commitment during a noisy season.

Looking Ahead

With election day quickly approaching, it’s important to remember that the challenges likely won’t end when the polls close. Regardless of the outcome, there will be a period of uncertainty as the dust settles from the election. However, by continuing to apply the strategies I’ve outlined, you’ll not only navigate this period successfully but also keep your donors engaged and your fundraising efforts on track.